O comportamento do consumidor e a influência da família no processo de decisão de compra de automóveis novos

Abstract

ABSTRACT This dissertation aims to analyze the consumer behavior in decision-making process to buy a new car. The theoretical foundation was based on systemic structure of purchasing process, parted in stages, proposed by Engel, Blackwell and Miniard (2000). The analyzed constructs were: need recognition, information search, alternative evaluation, purchase, consumption and post-purchase behavior. The field research has investigated the functioning of those purchasing stages and influences of family in each part of that by means a qualitative approach and makes reference to a research made by Mattar in 1982. The sample was concentrated in 15 buyers of Toyota Corolla and Honda Civic, living in São Paulo city. The obtained results indicated an expressive change in that purchasing process, compared to period in the early 80 s, in regard to transformations on social relationships, and results suggest that car makers and dealers need to evaluate their process to achieve the new consumer.